VISA DIGITAL PAYMENTS

750m+ media impressions
100% message penetration

BRIEF SYNOPSIS

Small businesses in the UAE had been slow to transition from a cash-only model, citing the cost of digital acceptance as the main barrier. Leveraging Visa’s merchant data and insights, an external thought leadership campaign targeting merchants and payment industry stakeholders was launched to highlight the benefits of digital acceptance in terms of image, increased footfall and sales. The campaign also highlighted Visa’s partnerships with government and retail heavy hitters such as Amazon, Noon, Facebook, Netflix and Spotify. ASDA’A BCW helped position Visa as a key supporter and enabler of UAE government’s cashless and digital transformation agenda.

REACTION

The campaign generated widespread media interest, strong merchant engagement, the UAE government’s conversion of Visa data into a white paper, and numerous invitations for Visa to discuss digital acceptance benefits at key industry events.

IMPACT

The campaign increased Visa’s share of voice against key competitors, reinforced government relationships, and fueled significant merchant demand for digital payments.